PROJECT REPORT

ON
“Consumer Satisfaction Towards
Maruti Suzuki Cars”

(A case study of Mandi Town)

SUBMITTED BY: SUBMITTED TO:

JATIN SINGH MS. MEETIKA SHARMA

MBA 1ST SEM.
ROLL NO.: 2103104022

_____________________________________________
SESSION 2021-2022
 CERTIFICATION LETTER

TO WHOM IT MAY CONCERN

This is to certify that the Project Report entitled “CONSUMER
SATISFACTION TOWARDS MARUTI SUZUKI CARS” has been completed
by: JATIN SINGH under the best of my knowledge, with the reference to the
partial fulfillment of the requirement for the degree of Masters of Business
Administration. All the necessary details were provided from our side for the
establishment of this project.

Date:
Name of student: JATIN SINGH
ACKNOWLEDGEMENT

No task is single man’s effort. Any job in this world however trivial or tough
cannot be accomplished without the assistance of others. An assignment puts
the knowledge and experience of an individual to litmus test. There is always a
sense of gratitude that one likes to express towards the persons who helped to
change an effort in a success. This is the opportunity to express my indebtness
to people who have helped me to accomplish this task. I consider it a proud
privilege to extend the profound gratitude to my Project Guide MS. MEETIKA
SHARMA for the keen interest, inspiring guidance, Continuous encouragement,
Valuable suggestions and Constructive criticism throughout the pursuance of
this report. Last but not the least; it would be unfair if I don’t express my
indebtness to my parents and all my friends for their active cooperation which
was of great help during the course of my project.

Name: JATIN SINGH

MBA IST SEM.
 CUSTOMER SATISFACTION AN INSIGHT

Customer satisfaction measures how well the expectations of a customer

concerning a product or service provided by your company have been met.
Customer satisfaction is an abstract concept and involves such factors as the
quality of the product, the quality of the service provided, the atmosphere of the
location where the product or service is purchased, and the price of the product
or service. Businesses often use customer satisfaction surveys to gauge
customer satisfaction. These surveys are used to gather information about
customer satisfaction. Typical areas addressed in the surveys include:

 Quality of product
 Value of product relative to price - a function of quality and price
 Time issues, such as product availability, availability of sales assistance,
time waiting at checkout, and delivery time
 Atmosphere of store, such as cleanliness, organization, and enjoyable
shopping environment
 Service personnel issues, such as politeness, attentiveness, and
helpfulness
 Convenience, such as location, parking, and hours of operation

Customer satisfaction survey for Maruti Suzuki is the project

conducted for Maruti Suzuki Automotive pt. Ltd . Today
Companies are facing toughest competition ever. The intense
competition makes the companies to take the necessary steps. To
retain their existing customer as well as attract new once. In the
environment of advancement of the technology the companies
are trying hard to keep the pace with latest development. This
survey will help the company to know the customers satisfaction
level and feedback of customers at the product . It will also help
company to know about the competitors. This will help company
to know about wants and expectation of customers. The company
can also know if there are any problems faced by the customers
in that region.
 COMPANY PROFILE

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is

an Indian automobile manufacturer, based in New Delhi. It was founded in
2001 and owned by the Government of India until 2003, when it was sold to
the Japanese automaker Suzuki Motor Corporation. As of September 2021
Maruti Suzuki has a market share of 49 percent in the Indian passenger car
market.

Industry Automotive
Predecessor Maruti Udyog Limited
Founded 1981
Headquarters New Delhi, India
Key people R.C. Bhargava (Chairman); Kenichi A Yukawa
(Managing Director & CEO)
Products Automobiles
Production output 1,563,297 units (2020)
Revenue 78,994 crore (US$11 billion) (2020)
Net Income 5,559 crore (US$780 million) (2020)
Number of employees 15,945 (2020)
Parent Suzuki Motor Corporation
Website www.marutisuzuki.com
 GRADE CAR

A Maruti 800

A Omni

B Zen

B Wagon R

B Alto

C Dzire

C SX4

C ECHO

C SWIFT

Utility Vehicle GYPSY KING

Utility Vehicle GRAND VITARA

 MARKETING STRATEGY

4PS: Product, Price, Place, Promotion

1. PRODUCT STRATEGY:

Product Line Products

A1 800

A2 Alto, Zen, Wagon-R, Swift, A-Star

A3 D-Zire, SX4

SUV Vitara, Gypsy

C-Class Omni, EECO

2. PRICE STRATEGY:

The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti 800
is the lowest price car of this company. Alto, Omni, Wagon R, are also the low-
price car of the company, Zen & Esteem are the mid-price car of the company.
But Grand Vitara is the high price model of the company. The price of car is
decided according to its product variety, quality, design etc.
 3. PLACE STRATEGY:

600 New car sales outlets covering 393 cities.

265 ‘Maruti True Value ‘outlets spread across 166 cities.
2628 Maruti Authorized Service Stations, covering 1220 cities.
Tie up with Adani group for exporting 200,000 units through Mundra port
Gujarat.

4. PROMOTION STRATEGY:
Advertising
 T.V. Ads
 Print Ads
 Radio Ads

SWOT ANALYSIS
STRENGTHS:
 Bigger name in the market
 Trust of People
 Maruti Suzuki India limited Ltd. is the market leader for more
than a decade.
 Has a great dealership chain in the market.
 Better after sales service
 Low maintenance cost of vehicle

WEAKNESSES:

 Exports are not that good.

 Lesser diesel models in the market compare to others
 Global image is not that big
OPPORTUNITIES:

 Great opportunities to go global with success of Swift and SX4

all-over
 Introduction of more diesel models. The diesel car segment is
growing
 Opportunity to grow bigger by entering into bigger car
markets
 Already a market leader so great opportunity to be the king of
market in every stage of industry

THREATS:

 Foreign companies entering market; so consequently, a bigger

threat from MNCs.
 To the market share, as many big names are coming in the
industry
 There is hardly any diesel models

RESEARCH OBJECTIVES

Primary objective
 To study the level of customer satisfaction towards Maruti
Suzuki Cars.
 To study the factors those, satisfy and delight the
customer.
Secondary objective
 To study the problems faced by customers
 To understand the customers requirement from the Maruti
Suzuki.
 To know customer opinion about Maruti Suzuki ‘s
vehicles.
DATA AND INTERPRETATIONS

Out of few lakes of Maruti Suzuki customers spread all over

India, the customers of Mandi City only are taken as target
population for the study.
The sample size of 100 is selected from the database of
the company. The study requires on in depth survey and keen
observation in a collecting data regarding the brand awareness
levels of Maruti customers.
Only simple random sampling technique is adopted in selection
the sample. In this technique, each and every unit of the
population has on equal opportunity of being selected in the
sample.

Table No.1: Table showing Occupation of Customer

Sr.No. Occupation No. of Respondent

1. Business 44
2. Employees 32
3. Agriculture 14
4. Other 10

Source: Primary data

It is observed that, 44% customers are doing the Business and
32%customer are the employee in private or government sector, 14% are
farmer and 10% in other field.

Table No.2: Table showing Age of the Maruti Suzuki’s

Customer

Buyer 20-25 26-34 35-44 45 & above

1st 5 22 8 6
2nd 0 10 14 10
Additional 0 8 8 9
Total 5 40 30 25

Source: Primary data

It is observed that, 5% customer’s age is between the 20-25
years, 40% in 26-34 years, 30% in 35-44 years and 2%
customers above 45 years.
 Table No.3: Table showing customers opinion about the
Maruti’s vehicles for Value for Money

Respondent’s Remark No. of Respondents

Above Expectation 38

As per Expectation 42

Below Expectation 20

Source: Primary data

42% of the respondents are of opinion that vehicles are as per

expectation & 20% are of the opinion that the vehicle are below
expectation.

Table No.4: Table showing post-Purchase satisfaction level of the

customer.

Customer’s Remark No. of Respondent

 Excellent 30
Good 45
Average 20
Below Average 5

Source: Primary data

It is observed that, 45% of the customers are highly satisfied with

the Post purchase services.
And 5% are dissatisfied with the Post purchase services.

Table No.5: Table showing customer priority with respect to

characteristic.

Aspect No. of Respondent

Comfort 12
Milage 26
 Features 12
Looks 20
Price 24
Safety 6

Source: Primary data

It is observed that, 26% of the customers preferred Mileages as

first preference and 6% preferred safety.

Table No.6: Table showing customer’s recommendation intention.

Customer’s Remark No. of Respondent

Yes 72

No 28
 Source: Primary data

It is observed that, 72% of the customers are ready to recommend the

car to the friends and relative, 28% are not ready to recommend the car
to the friends and relatives.
FINDINGS

 The prospective segment is from the business and self-

employed class.

 The company should concentrate on the age group 26-34.

 Maruti should continue to maintain the standard of the

service.

 It is observed that, 42% of the respondent are of opinion that

vehicles are as per expectation, and 20% are saying its below
expectation.

 Company should improve its post sales service.

 The customer highest priority is for the mileage.

 Maruti Suzuki needs to improve its awareness about Add-on-

Services like any time Maruti, MEW etc.

 Customer are highly satisfied with the service which help in

customer retention.

 It is observed that, 46% of the customers are of opinion that

Maruti should improve in quality, and 16% of the opinion
that Maruti should improve in price.

 Customers are highly satisfied which help in customer

retention.

 Company has created goodwill among the customers which

will help them to recommend car to friends and relatives.

 Maruti Suzuki needs to educate the customers about the

benefits of MFinance. They can motivate the cash customers
to offer M-Finance.

 It is observed that, 86% of the customers are ready to prefer

M-Insurance, 14% are not ready to prefer M-Insurance.
CONCLUSION

It has been observed that most customers are satisfied with pre
sales services similarly most of these customers are dissatisfied
with the post sales service which is the matter of concern for the
company. Maruti Suzuki needs to improve some parts of
products specifically the interiors. High customer satisfaction
level helps the company to retain its existing customer as well as
generate new customer through word to mouth publicity.

Customer satisfaction index is a good tool to make improvements

in the products and services of the company. And therefore,
should utilize carefully & kept as confidential as possible.

Customer satisfaction provides a leading indicator of consumer

purchase intentions and loyalty. "Customer satisfaction data are
among the most frequently collected indicators of market
perceptions. Their principal use is twofold:"

"Within organizations, the collection, analysis and dissemination

of these data send a message about the importance of tending to
customers and ensuring that they have a positive experience
with the company‘s goods and services."
QUESTIONNAIRE

Name: Sex:

Occupation:
Address:

Contact No.:

Age of Respondent

(a) < 25 (b) 25-34

(d) 45 & above
(c) 35-44

Annual Income
(b) 5-8 lakh
(a) 3-5 lakh
(c) 8-12 lakh (d) 12 & above

1. Which Model of Maruti are you using?

Car: ____

2. From how many years you are using this model?

(a) 0-2 years (b) 2-4 years
(c) 4-6 years (d) 6-8 years

3. Preference for choosing particular car?

(a) Comfort (b) Milage
(c) Features (d) Performance
(e) Looks (f) Price
(g) Others, Please specify:_____________________

4. Are you satisfied with your car?

(a) Yes (b) No
If No, give the reason for the
same________________________________

5. What is your Pre-sales experience while purchasing the car?

(a) Excellent (b) Good
(c) Average (d) Below Average

6. What is your post-sales experience after purchasing the car?

(a) Excellent (b) Good
(c) Average (d) Below Average

7. Are you satisfied with the features of Maruti?

(a) Comfort ____/5 (b) Milage ____/5
(c) Features ____/5 (d) Safety ____/5
(e) Looks ____/5 (f) Price ____/5

8. How will you rate Maruti on the basis of Value for Money?
(a) Above Expectation
(b) Below Expectation
(c) (c) As per Expectation

9. Do you find easy availability of Spare Parts?

(a) Yes
(b) No

10. Would you like to repurchase the

Maruti’s car ?
(a) Yes
(b) No
11. Would you like to recommend the Maruti car to your
friends/relatives?
(a) Yes
(b) No

12. In which sector do you think/feel Maruti should improve?

(a) Price (b) Quality
(c) Service (d) Others

13. Are you satisfied with the overall service of Maruti ?

(a) Excellent (b) Good
(c) Average (d) Poor